National parks are beloved, but people take them for granted. They assume parks are fully funded by the government (they're not—they're chronically underfunded), and they don't think about what happens when parks lack resources. Visitors enjoy parks without thinking about their preservation. To solve this problem, we came up with “You Are The Stitches That Keep Everything Together,” a campaign that visualizes national parks as embroidered scenes to communicate the detail and care that go into preserving them. Our target audience is outdoor enthusiasts, families, and nature lovers (25-65) who've visited national parks and love them but never thought about how they're maintained or protected.
Out of Home
Billboards highlighting the wildlife of national parks
Merch
National Park Foundation beginner needlepoint kits of different parks are sold at the gift stores. All proceeds go towards maintaining the flora and fauna that make each park so beautifully distinctive.
Experiential
The Common Thread: A traveling, large-scale embroidered map of the United States installed on the exterior of a mobile truck that tours the country, stopping in cities near national parks. Visitors donate at a kiosk inside, then place their “stitch” onto the map, growing denser and more colorful throughout the tour, and ends up permanently displayed in a museum.